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I think it's basically a move to make the Big Ten a better overall conference. If the conference has a team like Rutgers who specializes in NJ recruits, it's all the more reason to add them. Most of the big schools like Penn State, Michigan and Ohio State get their "star recruits" from the Maryland/Pennsylvania/Ohio area. I think a local team like Rutgers joining in and competing a little with the rest of the 11 teams to get those tough recruits in local states makes it all that more interesting. And competitive. At least, it prevents the Big Ten conference from losing north/northeastern recruits to powerhouse conferences like the ACC and the SEC.
Thanks for the post, it's something to think about, for sure.